The drink business is slightly more complex than the other
industries, because to innovate something, it has to be planned
starting years in advance, when the fruits are planted.
For champagne, it is no
different, since your marketing campaigns have to be foreseen
from up to 3 years before. Generally, these plans go in the
direction of product packaging and specific techniques to reach
younger audiences, maintaining the premium style of the beverage
itself. Lynn Murray, marketing director at Hatch
Mansfield, explains in an article in The Drink
Business, He assures that among the challenges one
has to achieve a good enough exterior to attract and catch
the young but also following and respecting the great variety of
laws of appeal that exist for these types of drinks.

Oliver Legrand, director of marketing and
communications at Nicolas Feuillatte, has a different vision
because although he agrees that the best thing that can be done
is the innovation of the packaging, we must think of adding a
plus value that denotes excellence and prestige. A few years ago
they launched a set of 3 drinks in which, instead of just
creating a luxurious gift package, hired the best chefs and
created a complete menu to match their new creations, providing a
unique experience for diners and people who bought the product.

Terence Kenny, director of exports for Champagne
Pannier, adds: "Innovation can come in different forms, whether
it be creating low-dose stewed drinks for seafood, pink candies
for tea afternoons and desserts or red forts to accompany meats,
in Pannier We have all these to offer and it is our main
advantage. "Innovation, in short, can be presented as a
well-diversified product portfolio so that consumers have options
when purchasing the champagne of their choice".

And what is the reason for this debate? The increase in the
audience and young population has been key to initiate a search
for Champagne innovation. Moët
& Chandon Moët Ice Impérial was launched in
2011 under a different concept: serving the champagne
with ice. And although it was not the first drink of its
kind to be served in this way, it established a trend that has
become very popular among the new generations, causing producers
to find new ways to innovate and attract young consumers